The mediating role of brand credibility on celebrity credibility in building brand equity and immutable customer relationship

This study examines the role of celebrity credibility in building brand equity and relationship continuity using brand credibility as a mediator. The experience of smartphone use is considered a moderator. This study included a survey of 376 select participants. The model is tested using structural...

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Bibliografski detalji

Glavni autori:	Ramendra Pratap Singh, Neelotpaul Banerjee
Format:	Artigo
Jezik:	Inglês
Izdano:	Elsevier 2021-06-01
Serija:	IIMB Management Review
Teme:	Celebrity credibility Brand credibility Brand equity Relationship continuity expectation
Online pristup:	http://www.sciencedirect.com/science/article/pii/S0970389621000252
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